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Top Competitive Intelligence Tools for Spying on Your Competitors

Jordan Kramer

Having access to the best competitive intelligence tools is crucial to your success in the advertising world. Why? Because even if you don’t have this software, your competition probably does, and they’re watching your every move.

How can you even hope to stay competitive when your competition is learning from your mistakes and making more strategic decisions based on your slip-ups. How can you compete when you have nothing to benchmark your success against, while the competition is using your strategy as an example of what to do or what not to do? 

You need competitive intelligence. You just do. But it’s a big market out there with what feels like a million different options. Here are some of your options if you’re ready to jump on the bandwagon.

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Topics: How to Choose an Ad Intelligence Solution

P&G Isn’t The Only Brand Cutting Down Their Site List

Jordan Kramer
The “Set It and Forget It” age of digital advertising is over and now, more than ever, brands are calling for transparency with their adtech partners. Fears of brand safety with regard to ad placements showing up next to unfavorable content, paired with the relatively little control brands have over their site list when advertising programmatically, have all led to increased scrutiny within the media space.
 
Procter & Gamble vocalized their disappointment with the media supply chain last year, vowing to cut down their site list and limit partners. The brand did just that, as reported by Digiday using Pathmatics data, cutting their site list from 2K per month at the end of 2016 to only 900 as of August, 2017. P&G isn’t the only brand scaling back on sites as many other top brand advertisers are doing the same.

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Topics: How to Choose an Ad Intelligence Solution

Your Competition Is Spying on Your Digital Ad Strategy

Ken Roberts

It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.

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Topics: How to Choose an Ad Intelligence Solution

How to Report to Your C-Suite and Brand Managers on Digital Ads

Jordan Kramer

If your C-suite or brand manager asked tomorrow for a list of the most important metrics they should use to make ad spend decisions, could you deliver?

Many digital advertisers think they could. They pull numbers, package the data and deliver a weekly, monthly or quarterly report only to find out way too late they were wrong about what executives cared about.

That’s because data in digital advertising presents some difficulties.

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Topics: How to Choose an Ad Intelligence Solution

What Ad Intelligence Tools Can and Can’t Do

Jordan Kramer

The digital advertising industry has a serious transparency problem. Fraudulent ad traffic, or ad traffic that is from unqualified or non-human parties you didn’t pay to reach, is projected to cost $7.2 billion in 2016. Those costs continue to rise; the World Federation of Advertisers (WFA) believes the cost of ad fraud will total $50 billion or more by 2025. Says one senior advertising executive interviewed by the WFA:  

“Ad fraud is one of the most important issues that we face today.”

The problem is made possible by an opaque ad-buying environment in which consumers and providers regularly have zero insight into who is actually buying or selling ad inventory. Ad intelligence tools like Pathmatics seek to solve the transparency problem. These competitive intelligence platforms show users exactly how advertising dollars are spent across desktop, mobile and video. With these insights, brands strategize, plan and buy better, while reducing fraud and improving purchase efficiency.

Unfortunately, there exist some exaggerated or inaccurate claims about what some platforms can and cannot do. This is the opposite of the transparency we believe the industry deserves. Brands need accurate, honest information about the capabilities these platforms provide, so they can guarantee this technology is a good fit for their needs.  

This post is designed to help. It breaks down concisely what these tools can and cannot do, so you can make an informed decision about whether a platform is suitable for your needs.

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Topics: How to Choose an Ad Intelligence Solution

Spy on Your Competitors’ Paid Advertising Activity in 4 Steps

Jordan Kramer

The adoption of programmatic advertising has given rise to a “Wild West” ecosystem in digital advertising, making it extremely difficult for brands to benchmark their spend strategies against competitors’ paid efforts.

That’s where advertising intelligence comes in. Having access to comprehensive ad intelligence software allows you to monitor your competitors’ advertising activities and identify trends in their paid strategies. With this intelligence, you have the upper hand. 

Read on to find out what metrics you can effectively monitor across your industry with the right ad intelligence.

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Topics: How to Choose an Ad Intelligence Solution

What Competitive Intelligence Could Teach Big Retailers This Holiday Season

Jordan Kramer

November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.

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Topics: Holiday Advertisers, How to Choose an Ad Intelligence Solution, Retail Category

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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